「我在這裡」—隱私顧慮與自戀人格對使用社群媒體定位功能意圖之影響研究

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葉香君(Xiang-Jun Ye) 查詢紙本館藏

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資訊管理學系

論文名稱

「我在這裡」—隱私顧慮與自戀人格對使用社群媒體定位功能意圖之影響研究
(“I am here.” — The Effects of Privacy Concern and Narcissism on the Intention to Disclose Location in Social Media)

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摘要(中)

隨著資訊科技與社群媒體的進步，如：去中心化的5G、區塊鏈等技術，正不斷地改變民眾的生活習慣，目的是在創造更加便利與即時的資訊世界。而智能手機在此便扮演了協助者的角色，民眾可以更輕鬆地藉由手機媒介悠遊網路世界，如：網路購物、社群網站等。然而近幾年出現眾多的個資外洩案，讓民眾開始意識到我們不僅在網路上享受便利的服務，同時也留下許多的「資訊足跡」，而這些足跡很有可能受到非法的收集與濫用，故民眾的隱私顧慮慢慢地提升了。
本研究以計畫行為理論為基礎，並試圖從用戶的角度，去探討現今用戶在社群媒體上選擇揭露自我資訊的影響因素，以使用任何能讓他人得知或追蹤個人位置的定位功能為情境，如：Facebook打卡、Instagram地點標注等。研究結果指出「感知價值」與「行為規範」確實對「使用意圖」有直接正向影響；「隱私顧慮」則對「使用意圖」有負向影響；而「自戀人格」對「隱私顧慮」與「使用意圖」有調節作用。由以上結果發現，社群媒體用戶所感知到的娛樂與社交價值，以及重要關係人的認同與否與實際行為的影響越高，確實會讓用戶越想去使用定位功能。且當用戶越擔心個人隱私會受到非法使用時，用戶就越不願意去使用定位功能。然而，受到自戀人格的調節，有較高程度自戀人格的用戶會有較高的使用意圖。最後，本研究建議企業可以積極地對低自戀程度的使用者做隱私安全措施，以提高他們的使用意願。

摘要(英)

With the advance of Information technology and Social media, technologies such as decentralized 5G, block-chain, among others, have been constantly changing our lifestyles, creating a more convenient and instant information world. Smartphones play an important role of helping people to easily surf online, achieving tasks like online shopping, online socializing and so on. However, there are recently many cases of personal private information intrusions. People started to realize that while they are taking advantage of the convenience brought by technologies, there are many privacy risk at the same time. The exposed information may be illegally exploited by hackers.
Based on the Theory of Planned Behavior, this study attempts to look into the factors affecting usage of location-based services in social media, such us check-in in Facebook or tag location in Instagram. Results show that “perceived value” and “behavior norm” have positive effects on “user intention.” Also, “Privacy concern” negatively affects “user intention.” In the meantime, “narcissism” moderates the effect of “privacy concern” on “user intention.” This result shows that the higher the perceived hedonic and utilitarian values, and the greater impact of friends and family’s thought and actual behavior, users are more likely to use location-based services in social media. Also, users are less likely to use it, when they have more concern about their privacy being illegally used. However, the moderating effect of narcissism is such that user with higher level of narcissism are having higher intention to use it. Finally, this study suggests that enterprises should focus on reducing users’ privacy concern, who have low level of narcissism, by building some privacy policy, in order to raise their intention of using location-based services in social media.

關鍵字(中)

★ 計畫行為理論
★ 自戀人格
★ 隱私顧慮
★ 社群媒體

關鍵字(英)

★ Theory of Planned Behavior
★ Narcissism
★ Privacy concern
★ Social media

論文目次

摘要 I
Abstract II
致謝 III
圖目錄 VI
表目錄 VII
第一章緒論 1
1-1 研究背景 1
1-2 研究動機 2
1-3 研究目的 2
1-4 研究流程 3
第二章文獻探討 4
2-1 自我揭露 4
2-2 計畫行為理論 6
2-3 感知價值 8
2-4 行為規範 10
2-5 隱私顧慮 10
2-6 社群媒體定位功能 11
2-7 自戀人格 12
2-8 自戀與社群媒體的關係 13
第三章研究方法 15
3-1 研究架構 15
3-2 研究假說 16
3-2-1 「感知價值」對「定位功能之使用意圖」之影響 16
3-2-2 「行為規範」對「定位功能之使用意圖」之影響 16
3-2-3 「隱私顧慮」對「定位功能之使用意圖」之影響 16
3-2-4 「自戀人格」對「定位功能之使用意圖」之影響 17
3-2-5 「自戀人格」對「感知價值」與「定位功能之使用意圖」之調節影響 17
3-2-6 「自戀人格」對「隱私顧慮」與「定位功能之使用意圖」之調節影響 18
3-3 變數的操作型定義 19
3-3-1 感知價值 19
3-3-2 行為規範 20
3-3-3 隱私顧慮 20
3-3-4 自戀人格 21
3-3-5 定位功能之使用意圖 22
3-4 研究設計 22
3-4-1 問卷設計 22
3-4-2 研究樣本與資料收集方法 22
3-4-3 資料分析方法與工具 24
第四章資料分析 25
4-1 問卷回收過程 25
4-2 敘述性統計分析 26
4-3 問卷量表之信、效度檢驗 28
4-3-1 收斂效度 28
4-3-2 區別效度 30
4-3-3 信度分析 30
4-4 研究假說的實質關係檢定 31
4-4-1 模型適配度 31
4-4-2 研究假說驗證結果 32
4-4-3 主效果 34
4-4-4 調節效果 35
4-4-5 小結 37
第五章結論與建議 39
5-1 研究結果 39
5-1-1 「感知價值」對「定位功能之使用意圖」 40
5-1-2 「行為規範」對「定位功能之使用意圖」 40
5-1-3 「隱私顧慮」對「定位功能之使用意圖」 40
5-1-4 「自戀人格」對「隱私顧慮」與「定位功能之使用意圖」的調節效果 40
5-2 研究貢獻 41
5-3 管理意涵 41
5-4 研究限制 42
5-5 未來研究方向 42
參考文獻 44
附錄一問卷設計 50

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指導教授

范錚強

審核日期

2019-6-20

推文